Hospitality Wine Culture Expo Park

Hospitality Wine Culture Expo Park

The Hospitality Wine Culture Expo Park is a national AA-level tourist attraction.

The Hospitality Wine Culture Expo Park is administratively affiliated with Shandong Hospitality Wine Industry Co., Ltd. and is managed and operated on a daily basis by the company’s Administrative Comprehensive Service Center. Since opening to visitors in December 2015, the park has continued to invest in construction, upgrading and renovating various areas and facilities within the Hospitality Wine Culture Expo Park, bringing new sights and tourism products to the park. Among them, it has developed premium tourism products such as Golden Hospitality Liquor, which won the Gold Award at the Shandong Provincial Tourism Commodities Competition and is recognized as an Innovative Branded Product of Shandong Baijiu; Red Hospitality Liquor, known as a High-Quality Baijiu Product in Shandong Province; and Blue Hospitality Liquor, winner of the Gold Award for Sensory Quality in Shandong Baijiu. The scenic area has now developed into a science education base for the Chengwu County Young Reporters Group, and is also an alliance unit of social organizations such as the Chengwu County New Social Strata Friendship Association and the Chengwu County Baijiu Association. The park has invested a total of 12 million yuan, including 8 million yuan in production and office infrastructure, and 4 million yuan in tourism facilities. The number of visitors received has been steadily increasing. In 2016, it welcomed over 60,000 visitors, in 2017 more than 100,000, and in 2018 over 130,000. Currently, it receives an average of more than 800 visitors per day.

The park takes the experience of “Chinese Brewing Culture” as its main tourism theme, showcasing the evolution of traditional Chinese brewing culture, the integration of Chinese liquor culture with poetry, calligraphy, and painting, the culture of Chinese baijiu aging and collection, the inheritance and development of traditional Chinese brewing techniques, and modern brewing technology. It features eight major attractions: a large open-air liquor storage tank area, a pure grain solid-state fermentation baijiu production workshop, a raw liquor storage cellar, a Hospitality Liquor painting and calligraphy corridor, a sealed custom zone, a blending center, an automated bottling production center, and a modern warehousing and logistics center. Baijiu is an important part of traditional Chinese culture. Since the establishment of the Western Zhou Dynasty and the founding of Chengwu County in the Qin Dynasty, the area has had a rich history of brewing for thousands of years, with a long-standing cultural heritage. There are also local legends about historical figures such as Bole and Sun Qi associated with liquor. Coupled with the thriving Lu culture and Confucian-Mencian culture in southwestern Shandong, these elements have played a significant role in shaping the culture and core values of Hospitality Liquor. The production process for Chinese baijiu is complex and highly artisanal. Within the Hospitality Wine Culture Expo Park, visitors can closely experience the entire process of traditional Chinese baijiu brewing techniques, including the intangible cultural heritage—well-pit fermentation method—for crafting pure grain liquor, and witness the transformation from raw materials to finished product. The journey from “a single grain to a drop of baijiu” involves a high degree of complexity and interactivity, all of which stimulate the interest of tourists.

Currently, in addition to focusing on the development of the eight major tourist attractions, the park is also advancing the construction of themed scenic areas such as the “Whispers of Flowers” landscape belt centered around roses and China roses, the “Colorful Agricultural Picking Area” featuring fruits, melons, and trees, and the “Hospitality Baijiu Sensory Experience Center” aimed at tasting and immersive experiences. The goal is to create an agro-industrial cultural eco-tourism destination characterized by the scents of “flowers, fruits, and liquor.”